Everyone wants to be great. In life, in work, in sports, in any aspect of their lives. Being exceptional is not just a status symbol, it’s an indication of potential, and a reflection of a person’s prowess to make a difference.

In the business landscape, organizations strive to be great, but many fall short. Employee turnover, low engagement, and plateauing revenues are a common occurrence in companies that struggle to keep up with their competition. But the truth is, even organizations that are performing well can always improve.

The concept of “good to great” first appeared in a book by Jim Collins, “Good to Great: Why Some Companies Make the Leap… and Others Don’t.” Collins observed companies that shifted from being average performers to exceptional ones, and tried to identify the factors that made them great.

The book found that great companies shared several traits, including strong leadership, disciplined focus, and a culture of continuous improvement. But how do these principles translate into action, and transform an average organization into one that’s exceptional?

1. Start with a clear vision.

A company cannot achieve greatness without a clear direction. A clear vision provides focus and direction, and helps employees understand what they’re working towards. A strong vision should be specific, inspirational, and realistic.

2. Build a world-class team.

A great company is only as good as its people. Hiring the right talent is essential to achieving greatness. Take time to find the best candidates, invest in their training and development, and create a supportive culture that fosters growth and innovation.

3. Set high standards.

Great companies always set high performance standards, but they also have strategies in place to achieve them. Establish a rigorous measurement system, hold employees accountable, and celebrate successes. A culture of excellence should be woven into the fabric of the organization.

4. Embrace change.

Innovative companies are those that are constantly adapting and evolving. Encourage employees to experiment, take calculated risks, and learn from failures. A culture that values learning and experimentation will create opportunities for breakthroughs.

5. Make customer experience a priority.

Great companies prioritize the customer experience, listening to feedback, and constantly innovating their products and services. By delivering excellent customer experiences, companies can create a loyal customer base and develop a competitive advantage.

Moving from good to great is not a one-time event; it’s a continuous journey. It requires commitment, collaboration, and a willingness to take risks. A great company is one that never stops learning, growing, and striving for excellence.